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Smaller by Droga5

Agency: Droga5
Date: May 2018
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ESPN and Droga5 New York launched a new spot for its first brand campaign together, called ‘Smaller’ a modern remake of the 1995 Skee-Lo hit, and basketball cult anthem, “I Wish."

This 2-minute film, coinciding with the NBA Playoffs, is an homage to the killer crossovers, magician-like ballhandling, three-point shots, and acrobatic moves around the rim that define many of the leagues smaller guards, like reigning NBA champ Stephen Curry, Houston Rocket guard (and State Farm spokesman) Chris Paul, and Toronto Raptors’ guard Kyle Lowry.

Rapper Skee-Lo was enlisted to re-record his cult classic, as the video includes callbacks to the one-hit wonder's music video, but changing up his as an ode to small-ball: “I wish I was like 5-foot-9/on the three point line. It was a scandal/but really the good kind.” The talent emulates a lot of the plays and mannerisms that die-hard NBA fans hold dear, including a no-look 3-pointer where one player emulates Steph Curry's signature mouthpiece toss.

Unlike the original video, and the basketball of old, the short players are the ones picked first.

Credits

Client ESPN Campaign Life Needs Sports Title “Smaller” / “True Love”

Launch Date May 9

Agency: Droga5 NY

Creative Chairman: David Droga

Group Creative Director: Brandon Pierce

Associate Creative Director: Ben Bliss

Associate Creative Director: Evan Schultz

Copywriter: Evan Barkoff

Art Director: David Spradlin

Copywriter: Sean Buckhorn

Art Director: Gonzalo Navarro

Associate Design Director: Mark Yoon

Designer: Erin Wilson

Project Manager: Laura Rothman

Chief Creation Officer: Sally-Ann Dale

Co-Director of Film Production: Jesse Brihn

Co-Director of Film Production: Bryan Litman

Executive Producer, Film: Tricia Lentini Himot

Producer, Film: Jacob Vogt (“Smaller”)

Producer, Film: Isabella Lebovitz (“True Love”)

Music Supervisor: Mike Ladman

Music Supervisor: Jonathan Hecht

Director of Business Affairs: Jocelyn Howard

Sr. Business Affairs Manager: Kiki Powell

Sr. Producer, Interactive: Andrew Puzzuoli

Associate Producer, Interactive: Emily Blumhardt

Sr. Producer, Print: Ariel Wakasa-Gonzalez

Producer, Print: Rose Mahan

Co-Head of Strategy: Harry Roman-Torres

Strategy Director: Kevin DeStefan

Strategist: Newman Granger

Head of Communications Strategy: Colleen Leddy

Communications Strategy Director: Michael Pignone

Communications Strategist :Emily Langham

Data Strategy Director: Andrea Campbell

Data Strategist: Joshua Gordon

Group Account Director: Shane Chastang

Account Director: Marissa Guerra

Account Manager: Tori Tessalone

Legal: Zachary Werner

Client: ESPN

President, Global Sales and Marketing: Ed Erdhardt

SVP, Marketing and Consumer Engagement: Wanda Young

SVP, Marketing Solutions Sean Hanrahan

Sr Director Brand Marketing Strategy Samira Zebian

Marketing Coordinator Sarah Connors

Production Company Epoch

Director Zach Heinzerling

DOP James Laxton

Executive Producer Melissa Culligan

Producer Susan Hebert

“Smaller”

Editorial Cabin Edit

Editor Graham Turner

Assistant Editor Alex Doyle, Connie Chuang

Managing Partner Carr Schilling

Producer Liz Lydecker

“True Love”

Editorial Second Child

Editor Nick Ljubicich

Assistant Editor Martin Keating

Executive Producer Scott Chinn

Producer Francess Tom-Sahr

​ “Smaller”

Post Production: The Mill

Executive Producer: Chris Kiser

Senior Producer: Freya Hewett

Associate Producer: Michael Brown

2D Lead: Jeff Robins

2D Artists: Antoine Douadi, Rachel Moon, Eric Sibley, Dan Bowhers, Gabriel Kim, Ari Garber

Design Lead: Juan Monasterio Telecine Fergus McCall

“True Love” Post Production

Second Child

Producer: Francess Tom-Sahr

Telecine: Lenny Mastrandrea @Nice Shoes

Sound: "True Love”

Song LOVE

Artist Kendrick Lamar ft. Zacari

Sound “Smaller” Heard City

Mixer Keith Reynald

Producer Andi Lewis “True Love”

Second Child Mixer Eric Milano